CASE STUDY — ONCOLOGY

Launching a Category-Defining Cancer Genomics Sub-Brand

The Challenge

C2i Genomics, an early-stage startup, set out to launch the world’s first whole-genome, ultra-sensitive cancer monitoring platform — a cloud-based technology enabling decentralized, scalable, and personalized cancer care.

They needed branding and messaging that could match the boldness of their innovative leap while resonating with both clinical and investor audiences.

Our Approach

The brand and product launch strategy shaped how the world first encountered C2i Genomics. Our work included:

Expanding on the existing brand to create product-level verbal expression, strategic messaging, and naming architecture

Developing names and logos for two critical launches: C2intelligence (cloud-based tumor burden monitoring platform) and C2inform (ultra-sensitive Minimal Residual Disease assay)

Crafting a credible and compelling narrative for a transformative platform that combines genomics and AI: "One small operational step. One giant leap for your lab capabilities."

Outcome

The launch positioned C2i Genomics as a pioneering force in precision oncology. The clarity and cohesion of their brand helped attract major attention, culminating in their acquisition by Veracyte, a leading global diagnostics company.

Why it Matters

C2i Genomics exemplifies how strategic storytelling, naming, and design can amplify groundbreaking science. By creating a unified, forward-looking brand ecosystem, we helped a startup transcend early-stage status and step confidently into the global diagnostics arena.

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